Under the "chaos scenario" of rapid deterioration in traditional media and advertising budgets, it's tempting to try to port old media models uncritically into a digital form. That won't work – at least not without old-fashioned arm-twisting and elbow-bending. Frankly, it's ironic that a significant portion of Google's future is tied to old-media-comes-online advertising that's more representative of a Yahoo-like vision. Specifically: anyone who deals with Google now knows that its reps can't repeat the phrase "YouTube home page takeover" often enough. Is this really the future of media, or its past?